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Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management
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Advanced Marketing Management - Principles, Skills and Tools (Paperback)
Loot Price: R1,290
Discovery Miles 12 900
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Advanced Marketing Management - Principles, Skills and Tools (Paperback)
Expected to ship within 12 - 19 working days
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Marketing as a practice is facing unprecedented challenges: a
changing media landscape, an increasingly complex customer journey,
innovative technologies, start-ups which disrupt traditional
channels and a new generation of tech-savvy clients. How should
students and practitioners adapt to this shifting landscape and
address the skills gap that many of today's marketers face?
Advanced Marketing Management prepares students for this new world
of marketing. Since traditional marketing approaches fail to
provide convincing solutions to modern business realities, a new
approach is urgently needed if marketers are to regain trust within
their organizations. Using contemporary examples, business case
studies and supporting pedagogy, Advanced Marketing Management will
provide a critical exploration into the more advanced aspects of
marketing management, including the gap that exists between formal
marketing literature and real-world practice, discussion of
multidisciplinary tools, and the crucial evolution of the '4Ps'.
Summarizing a large body of literature and academic research on new
developments, this book is the go-to guide for students, lecturers
and practitioners, wanting to succeed as modern marketers. Online
resources include lecture slides and further questions for group
discussion.
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